2016 Edelman Trust Barometer: Executive Summary
description
Transcript of 2016 Edelman Trust Barometer: Executive Summary
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
1/20
ExecutiveSummary
2016
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
2/20
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
3/20
12016 | Edelman Trust Barometer
The Stateof TrustMounting Trust
InequalityThe Inversion ofInuenceThe Opportunityfor BusinessLeadership in aDivided World
04
06
08
10
12
TABLE OF CONTENTS
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
4/20
2
There is deeply disturbing news in the Edelman TRUSTBAROMETER 2016: A yawning trust gap is emergingbetween elite and mass populations. The globalsurvey asks respondents how much they trust the fourinstitutions of government, business, nongovernmentalorganizations and media to do what is right. The surveyshows that trust is rising in the elite or informed publicgroup those with at least a college education, whoare very engaged in media, and have an income in thetop 25 percent. However, in the mass population (theremaining 85 percent of our sample), trust levels havebarely budged since the Great Recession.
From the economics of inequality, described by ThomasPiketty in his best-seller, Capital in the Twenty-FirstCentury , we now observe the inequality of trust aroundthe world. I would posit that there is a grand illusion atplay a lingering notion that elites continue to lead and
the masses will follow. This historic model of inuencewas predicated on the belief that elites have access tosuperior information, their interests are interconnectedwith those of the broader public, and that becomingan elite was open to all who work hard. Risingincome inequality, high-prole revelations of greed andmisbehavior and the democratization of media haveipped the classic pyramid of inuence. The trust of themass population can no longer be taken for granted,and any continuation of the grand illusion is dangerousfor leaders in todays world.
In more than 60 percent of countries surveyed for theEdelman TRUST BAROMETER, the trust levels of themass population are below 50 percent. By contrast,trust levels of the elite population are at the highestlevels in the 16 years of the study, with double-digit
jumps in the United States, United Kingdom, Canada,Italy and Mexico. In three-fourths of the countries, trustlevels in institutions are over 50 percent among elites.
The average gap in trust in institutions between theelites and the mass population has grown to 12 points(across the developing and developed world). In theU.S. the difference is 19 points; in the U.K. it is 17 points;and in India it is 16 points. The Edelman TRUSTBAROMETER also reveals that trust inequalitycorrelates with income inequality across the world.In 18 of 28 countries surveyed, we see a double-digitgap in trust between high-income and low-incomerespondents. In the U.S., the gap is 31 points, in Franceit is 29 points, in Brazil it is 26 points and in India, 22points. This trust divide also corresponds to the publicsexpectations of its future well-being. For example, intwo-thirds of the countries surveyed, fewer than halfof mass population respondents think they will bebetter off in ve years.
Beyond theGrand IllusionRichard EdelmanPresident & CEO
16 years of data33,000+ respondents totalAll eldwork was conducted betweenOctober 13th and November 16th, 2015
Online Survey in 28 Countries
Five years in 25 markets1,150 respondents per countryAges 18+
General Online Population
Eight years in 20+ markets500 respondents in U.S. andChina; 200 in all other countriesRepresents 15% of total population
Must meet four criteria: Ages 25-64
College educated
In top 25% of household income per age group in each country
Report signicant media consumption andengagement in business news and public policy
Informed Public
All population not includinginformed public
Mass Population
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
5/20
2016 | Edelman Trust Barometer 3
The most profound difference between the elite and thebroader populations is found in their attitudes towardbusiness. There are double-digit gaps in half of thecountries surveyed, the most signicant being in theU.S., where 70 percent of the elite population expresstrust in business in contrast to 51 percent of the generalpopulation, a 19-point difference. This skepticism isclearly manifested in the perception of specic industries,in particular the nancial services sector where there isa gap of more than 20 points between the elites trustin the sector and the general populations. CEOs aresubstantially more trusted by the elite population, anddouble-digit trust gaps exist in half of the countries.
Inequality of trust has important consequences. Themost obvious is growing receptivity to politicians whoprey on fear instead of offering solutions. Examplesinclude assertions that refugees are a major securitythreat and that unemployment can be addressed bystopping foreign trade. Trust inequality seems to be amajor pillar in the campaigns of Donald Trump in theU.S. and Marine Le Pen in France.
Another consequence of the trust divide is theincreasing skepticism of business innovation as wellas expectations of governments to enact additionalregulation. By a margin of two-to-one, the generalpopulation believes the pace of innovation is too rapid.The industries of greatest concern are food, which islinked to popular worries about genetic modication,and nancial and online services, which raise fearsabout privacy and security.
In tandem with these developments, we are seeingthe ipping of the classic pyramid of inuence as peer-to-peer discussions overtake the inuence of elites.It is my belief that the mass population is relying lesson newspapers and magazines and, instead, choosesself-affirming online communities and television news.The most credible source of information on socialnetworking sites is my friends and family, a sourceconsidered much more believable than CEOs andgovernment officials.
However, the survey shows that despite the generalpopulations skepticism, business has the best chanceof bridging the trust gap while still fullling its mandateto create value. The general population sees businessas the institution best able to keep pace with rapid
change, ranking it well above government and higherthan nongovernmental organizations. Business is alsosubstantially more trusted than government. In Mexico,it is more trusted by 44 points, in South Africa by 44points and in the U.S. by 12 points.
According to the Edelman TRUST BAROMETER 2016,a decisive 80 percent of the general public expectthat businesses can both increase prots and improveeconomic and social conditions in the communitiesin which they operate. A good example of this isTupperware Brands. There, a global salesforce ofalmost 3.1 million women in countries including China,India, Indonesia and South Africa drive sales revenuefor the company while earning much-needed incomefrom selling the products.
The public is also responding positively to CEOs who
believe they can fulll the dual mandate of earningprots and providing societal benets. In fact, trust inCEOs has risen substantially in the past ve years toa global average of 49 percent. This is a vote in favorof the CEOs who have stepped forward on importantissues, including Paul Polman of Unilever on theenvironment, Howard Schultz of Starbucks on youthemployment, Cyrus Mistry of Tata on education andJack Ma of Alibaba on inclusion.
We are in a time of discontinuous change, urbanization,mass migration, environmental constraints, technologicaladvances, globalization and challenges to public health.These disruptions provide commercial opportunities, butthey also create societal problems and expectationsthat businesses will collaborate with civil society andgovernment. Realizing this opportunity will happen onecompany at a time, driven by leaders courageous enoughto embrace the business possibility and wise enough tooperate within a framework of inclusive growth, in whichall stakeholders reap the benets of change.
For the past seven years, in the wake of the GreatRecession, the overwhelming majority of businessleaders have tended to focus on their enterprise andshort-term performance. The time for that narrowfocus to end is now. Trust inequality has many negativeconsequences, but it also presents an opportunity forbusinesses that want to achieve differentiation andsustained growth. Modern, effective leadership meansmoving beyond the grand illusion to embrace andengage the new inuence of the mass population. Trustin institutions is no longer automatically granted on thebasis of hierarchy or title. In todays world, that trustmust be earned.
Inequality of trust andincome have important
consequences.
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
6/20
4444
Trust in all four institutions climbed to its highest levelin 2016, ushered by a surge of trust among the informedpublic. Seven countriesthe U.S., Mexico, Australia,Canada, U.K., Italy and Irelandrecorded double-digitincreases in trust among informed publics, withthe U.S. and Mexico leading the way.
Of the four institutions, business registered the largestincrease in trust among both the informed public andthe larger general population, closing in on the lead
that NGOs have historically maintained. Meanwhile,media saw a six-point increase in trust among theinformed public, which is three times the increase itexperienced among the general population. Government,while recording a modest one-point gain among thegeneral population, remains the least trusted institution.
The State of TrustTrust rebounds to post-recession
high, but a trust divide widens
Post-Recession HighsPercent trust in the four institutions of government,business, media and NGOs, 2012 to 2016
Less than half of the mass populationbelieve they will be better off in ve
years than they are today. This heraldsa tremendous needand opportunityfor business to reconsider what society
expects and to recognize the newrelationship between societal action
and trust. In order for business tosucceed, it must ultimately earn this
trust through societal actions thatcreate value.
Ben BoydPresident of Practices, Sectors & Offerings
InformedPublic
GeneralPopulation
NGOs Media
Business Government
2012 2013 2014 2015 2016 2012 2013 2014 2015 2016
66
55
56
49
51
43
62
53
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
7/20
2016 | Edelman Trust Barometer 5555
The Trust IndexAverage trust in institutions, Informed Publicvs. General Population vs. Mass Population, 2016
For the mass population, 17 of 28
countries are distrusters
CanadaColombiaNetherlandsArgentinaMalaysiaBrazil
AustraliaItaly
U.S.
Hong Kong
Spain
S. Africa
Germany
S. Korea
U.K.
France
Ireland
TurkeyRussia
Poland
Sweden
Japan
Mexico
ChinaUAEIndia
Indonesia
56
55
52
51
51
50
49
49
49
47
46
45
42
42
42
41
41
41
39
35
37
38
60
73
66
65
62
64 Singapore
50 Global
IndonesiaU.S.
AustrialiaCanadaNetherlandsColombia
BrazilItalyMalaysiaU.K.FranceS. AfricaArgentinaSpain
Hong KongGermanyS. Korea
IrelandTurkeySwedenPolandRussiaJapan
ChinaIndiaUAE
Singapore70
64
6363
62
61
58
58
58
57
55
54
53
53
5251
50
49
47
46
42
42
41
82
78
74
72
72 Mexico
60 Global
MexicoCanadaColombiaNetherlandsArgentinaMalaysia
ChinaUAEIndia
SingaporeIndonesia
Brazil
Australia
Italy
U.S.
S. Africa
Germany
S. Korea
U.K.
France
Ireland
Turkey
Russia
Poland
Sweden
Japan
Hong Kong
57
55
55
52
50
50
71
65
62
62
62
48
47
47
45
44
42
40
40
39
39
39
39
34
36
38
46
44 Spain
48 Global
Kathryn BeiserGlobal Chair, Corporate Practice
GeneralPopulation
InformedPublic
MassPopulation
What do stakeholders expect of businesstoday? Certainly a solid and steady focus
on nancial returns, but even more sayaction around education, healthcare,
income inequality and other issues. Theseare the things that respondents expect
businesswith CEOs at the leadto betalking about and solving.
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
8/20
6666
And yet, along with a general increase in trust, this yearwitnessed a marked divide between the informed publicand the mass population when it comes to trust in allinstitutions. This represents a split rst witnessed in2012 that has gained momentum and widened over timein 16 of 25 countries.
Today, a 12-point chasm separates the more trustinginformed public (representing 15 percent of thepopulation) from the mass population, who now
technically fall into distruster territory. When trust isviewed solely through the lens of the mass population,60 percent of countries are distrustersincluding theU.S., Germany, U.K., France and Japan.
While the gap is a global phenomenon, it is mostpronounced in 15 countries, each with a double-digittrust differential between the informed public and the
mass population. No nation presents a larger divide thanthe U.S., with a nearly 20-point gap between the trustinginformed public and distrusting mass population (64to 45 percent). Following shortly behind are the U.K.,France, India, Australia and Mexico.
In tandem with this trend, the Barometer also revealeda double-digit gap in trust between high-income andlow-income respondents, with the U.S., France andBrazil leading the way. The gulf between the informed
public and all others is further highlighted through ageneral divergence in expectations. Broadly, those whotrust less harbor less optimism for the future. Globally,less than half of the mass population believe they will bebetter off in ve years time. In the U.S., while nearly two-thirds of the informed public believe they will be betteroff in the future, only 45 percent of the mass populationis optimistic that they will fare better in ve years.
Mounting TrustInequality
A Signicant DividePercent trust in the four institutions of government,business, media and NGOs, 2012 to 2016
12 ptGap
46
48
60
44
53
58
56
47
56
46
9 ptGap
InformedPublic
MassPopulation
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
9/20
2016 | Edelman Trust Barometer 77
Country
Italy
Mexico
Australia
India
U.S.
China
France
U.K.
InformedPublic
58
72
63
78
64
82
55
57
47
57
47
62
45
71
39
40
Gap
11
15
16
16
19
11
16
17
Singapore
S. Korea
S. Africa
Sweden
Brazil
Netherlands
Ireland
72
50
54
46
58
62
49
62
40
44
36
48
52
39
10
10
10
10
10
10
10
MassPopulation
77
A Global PhenomenonTrust Index, Informed Public vs. Mass Population,countries with the double-digit trust gaps
A Link to Income InequalityPercent trust, respondents in top quartile of incomevs. respondents in bottom quartile of income in eachcountry, ranked by the size of the gap between them
High-incomerespondents
Low-incomerespondents
U.S. France Brazil India Russia U.K.Netherlands
71
40
64
35
78
52
78
56
68
48 49
30
52
33
31 29 26 22 20 19 19
It is a disturbing feature of this years study that oneof the strengths we often ascribe to democratic
government, that it gives everyone a say and thereforeencourages cohesion, seems to be breaking down. We
appear to have lost the trickle-down effect in trustas well as in economics in many markets, and may be
entering new and darker trust territory.
David BrainPresident and CEO, Asia Pacic, Middle East & Africa
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
10/20
8
In sync with the emergence of a widening trust gap, thetraditional pyramid of inuencewith elites on tophas been up-ended. Today, inuence decidedly restsin the hands of the mass population. The net result is anew phenomenon where the most inuential segmentof the population (or 85 percent of the population) is atthe same time the least trusting.
This reality stems from the fact that a person likeyourself, or an average employee, is far more trustedthan a CEO or government official. In fact, a person like
yourself is almost twice as trusted as a governmentofficial. Peer-inuenced mediaincluding search andsocialnow represents two of the top three most-used
The Inversionof Inuence
sources of news and information. Both search andsocial outrank every traditional source of information,with the exception of television, in terms of frequencyof use. And increasingly, peers inuence purchasingdecisions, with 59 percent saying theyve recommendeda company to a friend or colleague in the last year,and according to the 2015 EARNED BRAND study, 75percent say that they made a decision about a brandbased on a conversation with a peer.
Peers, Employees MoreCredible than LeadersPercent who rate each spokespersonas extremely/very credible, 2015 vs. 2016
In a world where the least trustingsegments of the population are themost inuential in terms of purchasedecision, the implications for marketersare signicant. Now more than ever,marketers need to nd new ways to earnboth attention and the right to be a part ofconversations online and off.
Michelle HuttonGlobal Chair, Consumer Practice2015 2016GeneralPopulation
Technicalexpert
6367
Academicexpert
64 64
Financial industryanalyst
50 53
NGOrepresentative
50 48
Board ofDirectors
39 44
Employee
48 52
Governmentofficial/regulator
33 35
A person likeyourself
57 63
+6
CEO
41
49
+8
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
11/20
92016 | Edelman Trust Barometer 92016 | Edelman Trust Barometer
85%48
of Population
Trust Index
15%60
of Population
Trust Index
This years data reinforces thetrusted role that search and socialtechnology platforms play in taking afragmented landscape of publishedcontent and re-aggregating it in afashion that often directly reects
an individuals worldview. The datareinforces the need to build integratedcommunications programs that mapthe total journey stakeholders taketo consume information.
Steve RubelChief Content Strategist
AUTHORITY& INFLUENCE
INFLUENCE
AUTHORITY
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
12/20
4241 41
Government
53
48
61
Business
4745
56
Media
55
51
55
NGOs
10
Business nds itself today in a new situation ofstrength, a unique position that translates into anopportunity to help mend the trust divide.
In the face of change, it is business that is the mosttrusted to keep pacemore than NGOs, government,or media. Moreover, in 2016, no institution recorded alarger gain in trust among the general population thanbusinessa phenomenon aided in part by a gradualrecovery of the nancial services sector. Registeringan eight-point rise over the last ve years, nancial
services moved to 51 percent in 2016, a larger gain thanany other sector. Technology remains on top as industrysector leader. The uptick for business is a globalphenomenon. In 25 of 28 countries, trust in businessincreased or remained steady. The uptick for businessis a global phenomenon. In 25 of 28 countries, trust inbusiness increased or remained steady. As a result,business is closing in on the historic lead held by NGOsas the most trusted institution.
When compared to government, 21 of 28 countriesare now more trusting of business. This reality is
particularly pronounced in Mexico, Brazil and SouthAfrica, each with a more than 40-point trust differentialbetween business and government. Whereas 59percent believe that it is the role of government toregulate, 80 percent say that its the responsibilityof business to lead to solve problems. Specically,eight in 10 individuals believe that a company can takespecic actions that both increase prots and improvethe economic and social conditions in the communitywhere it operates. For business, this also representsa growing expectationup from 74 percent in 2015.
Among the issues cited as most critical for businessto address are: access to education and training,access to healthcare, protecting and improvingthe environment, improving human and civil rights,income inequality, creating or maintaining a moderninfrastructure, and reducing poverty.
Lastly, adding to business newfound position ofstrength is the recharged credibility of the CEO as aspokesperson. CEOs experienced an eight-point uptickin credibility, more than experts, analysts, employees oreven a person like yourself.
The Opportunityfor Business
Business Most Trustedto Keep PacePercent trust, 2015 and 2016, and percentwho trust each institution to keep up withthe changing times, 2016
2015 2016 Trusted tokeep pace
GeneralPopulation
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
13/20
2016 | Edelman Trust Barometer 11
agree that business mustplay a role in addressing
societal issues
Sector Trends: Financial Services ReboundsTrust in each industry sector, 2012 to 2016
While the technology sectorcontinues to be more trustedthan any other industry, theinherent skepticism aboutthe pace of innovation could
present headwinds for thesector in the near-term.
Maria AmundsonGlobal Chair, Technology Sector
Industry
Pharmaceutical
Energy Automotive
Telecommunications
Technology
Financial Service
Consumer Packaged Goods
Food & Beverage
5 yr.Trend2012
54
53
62
58
76
43
57
63
2013
54
57
65
60
73
47
60
63
2014
55
57
69
61
75
48
61
64
2015
54
56
66
59
73
48
60
63
2016
53%
58%
60%
60%
74%
51%
61%
64%
1
5
2
2
2
8
4
1
2012 2013 2014 2015 2016
40%
50%
45%
60%
55%
70%
65%
75%
80%
GeneralPopulation
80%
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
14/20
12
ActionsThis years Barometer indicates that the focus of CEOsis misaligned with what the general population believesto be most important. For instance, most say that CEOsfocus too much on short-term nancial results (67percent) and lobbying (57 percent). Equally important, 49percent say that they do not focus enough on job creationand 57 percent say they dont focus enough on positivelong-term impact. At the same time, 80 percent agreethat CEOs should be personally visible in discussingsocietal issues, as compared to 72 percent who believeCEOs should be visible discussing nancial results.
Having the right focus matters for both a business and
its leaders, for action impacts trust. In fact, 45 percentattribute a business contribution to the greater goodas the reason that their trust in business has grown.Conversely, of those whose trust in business decreased,half cited a business failure to contribute to the greatergood as the main driver.
Leadershipin a DividedWorld A world of divided trust and dispersedauthority presents a leadership opening.Yet, as the data indicates, it is notbusiness leadership as usual that willresonate. As the 2016 ndings show,leadership for a divided world mustrecognize the importance of action, values, engagement and employeeadvocacy. In each area, there areopportunities for business to embracenew actions and attitudes that speak
to what is expected of leaders today.
Not Enough
Job Creation Positive long-term impact
57%
Too Much
Focus on short-termnancial results Lobbying
12
49%
67% 57%
Actions
Values
TRUST Engagement
EmployeeAdvocacy
INFLUENCE
LEADERSHIP
GeneralPopulation
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
15/20
132016 | Edelman Trust Barometer
EngagementIn a fragmented media landscape, the rules ofengagement have changed. A search engines ndingsare now the most trusted source of general news andinformation. Search engines are more trusted thantraditional media by a measure of ve percentagepointsa gap that widens to eight points for Millennials.Ones friends and family are more trusted as contentcreators than journalists by more than 30 percentagepoints. Engagement that builds trust and reachesbeyond the informed public must take into account thefull universe of todays content creatorsnot simply thetraditional media.
At the same time, as the Barometer shows, building trustrelies on a number of different forms of engagement.In fact, while blogs, social media and traditional mediainterviews are all seen as fundamental to building trustin CEOs, communication via industry conferences isviewed with even more importance.
ValuesYet, typically most CEOs believe that their duty is tofocus on the operational and nancial aspects of thecompany when communicating. While important, thisnarrative alone is insufficient for fostering connectionand building trust. In a world where inuence hasmoved to the mass, making the human connectionthrough the story of personal experience and sharedstruggle is more important than ever.
Almost eight in 10 say that hearing information aboutpersonal values is important to building trust in a leader.Just as important is hearing about the obstacles a CEOhas overcome, their personal success story, and how
their education has shaped them.
Employee AdvocacyGlobally, roughly one out of three employees do nottrust the company for whom they work. In Japan, Russiaand France, the situation is far more ominous, whereemployee trust levels hover below 50 percent.
Against this backdrop, the Barometer shows thattrust in employees as credible spokespeople forcompanies is on the rise. In 2016, 52 percent agreethat employees are a credible source of informationfour points greater than a year ago. In fact, in severalareas, employees are viewed as the most trustedsources of information, particularly when it comes tocommunicating on nancial earnings and operationalperformance, a business practices or handling of acrisis, and how it treats employees and customers.In each of these areas, they outrank a company CEO,senior executive, activist consumer, academic, andmedia spokesperson as far as trust and credibility.
Such ndings point to an opening today for businessto more fully engage its employees. As the Barometerreveals, when businessand more specically when theCEOis involved in societal issues, employee advocacyand engagement increases. When a CEO is engaged inaddressing societal issues, an employees motivation toperform escalates by 22 points. Similarly, an employeeswillingness to stay working for the company climbs by22 points, and inclination to recommend the companyas an employer grows by 25 points.
132016 | Edelman Trust Barometer
Virtually no spokesperson is moretrusted than a companys ownemployees. And yet, one out of everythree employees doesnt trust his orher own company. For nearly everycompany, deeper engagement withemployees is a low hanging fruitanda direct avenue to growing trust inbusiness, at the organizational level,
and at the institutional level.
Michael StewartPresident & CEO, Europe & CIS
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
16/20
1414
Leaders Seen as UnderperformingPerformance vs. Importance of 16 trust-buildingleadership attributes
PurposeIs dedicated to protecting and improving the environment
Ensures that the company creates programs thatpositively impact the local community in which it operates
Ensures that the company addresses societys needs inits everyday business
Ensures that the company partners with NGOs,government and third parties to address societal issues
OperationsAttracts and retains a highly regarded and widelyadmired top leadership team
Is ranked on a global list of top CEOs, such as The BestPerforming CEOs in The World
Manages the company in a way that delivers consistentnancial returns
3728
Gap 9
4025
Gap 15
IntegrityExhibits highly ethical behaviors
Takes responsible actions to address an issue or crisis
Behaves in a way that is transparent and open
EngagementTreats employees well
Listens to customer needs and feedback
Places customer ahead of prots
Communicates frequently and honestly on thestate of their company
ProductsPlaces a premium on offering high-qualityproducts or services
Is focused on driving innovation and introducing newproducts, services and ideas
Gap
49
2524
4533
Gap 12
5127
Gap 24
ImportancePerformance
Leadership
in a DividedWorld
GeneralPopulation
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
17/20
2016 | Edelman Trust Barometer 152016 | Edelman Trust Barometer
Personal ValuesPercent who agree that each type of informationis important in building trust in a CEO
Employee Advocacy Increases with Societal Issue EngagementPercent who agree with each statement, comparing thosewho work at companies involved in addressing broadersocietal issues vs. those who dont
79%
70 %65 % 62 %
Employeesat companiesengaged insocietal issues
Employees atcompanies NOTengaged insocietal issues
Impact ofCompanyEngagement
Committed toachieving our strategy
Recommend productsand services to others
Do the best possible job for the customer
Their personal values The obstacles theyhave overcome
Their personalsuccess story
Their education andhow it shaped them
Motivated to perform
Condence in thefuture of the company
Stay working for thecompany
Recommend companyas an employer
78 90
66 87
68 87
62 84
60 84
61 83
57 82
12
21
19
22
24
22
25
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
18/20
1616
Trust in institutions and their
license to operate is no longerautomatically granted onthe basis of hierarchy or title;rather, in todays world, trust
must be earned.Richard EdelmanPresident & CEO
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
19/20
2016 | Edelman Trust Barometer
About EdelmanEdelman is a leading global communicationsmarketing rm that partners with many of the worldslargest and emerging businesses and organizations,helping them evolve, promote and protect their
brands and reputations. Edelman was named oneof Advertising Ages Agency to Watch in 2014; oneof Forbes 14 Most Inuential Agencies of 2014;and The Holmes Reports 2013 Global Agencyof the Year. Edelman was awarded the GrandPrix Cannes Lion for PR in 2014 and was amongGlassdoors Best Places to Work for the third timein 2014. Edelman owns specialty rms EdelmanBerland (research) and United Entertainment Group(entertainment, sports, experiential), a joint venturewith United Talent Agency. About the Edelman Trust BarometerThe 2016 Edelman Trust Barometer is the rms 16thannual trust and credibility survey. The survey waspowered by research rm Edelman Berland andconsisted of 20-minute online interviews conductedon October 13th November 16th, 2015. The 2016Edelman Trust Barometer surveyed more than33,000 respondents with an oversample of 1,150general population respondents ages 18 and over
and 500 informed public respondents in the U.S. andChina and 200 informed public respondents in allother countries representing 15 percent of the totalpopulation across 28 countries. All informed publicsmet the following criteria: ages 25-64, college-educated; household income in the top 25 percentfor their age in their country; report signicant mediaconsumption and engagement in business news andpublic policy. For more information, visitwww.edelman.com/trust2016 .
On the cover, from top left: German Chancellor Angela Merkel Arrives:AFP/ERIC FEFERBERG; BRAZIL-POLITICS-PROTEST: AFP/ JEFFERSONBERNARDES; Turing Pharmaceutical CEO Martin Shkreli Arrested ForSecurities Fraud: Getty Images News/ Andrew Burton; Paris Turns Blue,White and Red For Victims Of Fridays Terrorist Attacks: Getty ImagesNews/ Christopher Furlong; Protesters Continue To Call For ResignationOf Rahm Emanuel In Wake Police Video Releases: Getty Images News/Scott Olson; VATICAN-POPE-AUDIENCE: AFP/ FILIPPO MONTEFORTE;Extraordinary FIFA Executive Committee Meeting: Getty Images Sport/Philipp Schmidli; Migrants Cross Into Slovenia: Getty Images News/ Jeff JMitchell; HONG KONG-CHINA-POLITICS-EDUCATION: AFP/ ANTHONYWALLACE
-
7/21/2019 2016 Edelman Trust Barometer: Executive Summary
20/20
2016 Edelman Inc All rights reserved